Your Book Not in Book Stores? Don't Worry

Written by Dr. Jamie Fettig

Continued from page 1

When you're going after bulk sales, try to get to "gatekeepers," people who can make decisions for a large organization. It makes much more sense to talk to 20 people who have potential between them to order 10,000 books than to sell them one at a time. Even if you only get orders from three of those gatekeepers, you'll sell a few thousand books.

Be sure to offer a good bulk rate discount for your bulk buyers. The more books they buy, bigger price break. If they buy over 1,000, give them 50% off. You'll still make money and you'll start winning readers.

Always build your mailing and e-mail lists.

There are two kinds of lists: physical mailing address lists and e-mail lists, and you should always be building both. They are your promotional lifelines to your potential readers and customers, and everything you do to market your book should have some component that gathers contact information of prospective buyers.

The best way to build your list is quite simple: get people to come to your Website, offer them something of value, and require them to give you (at a minimum) their name and e-mail address to get it. The kinds of things you can offer:

Be creative. Is there something that pushes your target audience's buttons? Offer it to them. This kind of "opt-in" list, where people consent to receiving future information from you, is gold standard of marketing.

Some other reputable ways you can build your list:

·Take names or business cards at a tradeshow or conference. ·Membership lists from organizations of which you are a member ·Get respected colleagues to e-mail their lists asking their contacts to go to your site to find something of value to them.

But always, always be building your list. And make sure that your database software is solid, proven, regularly maintained, and backed up weekly.

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